Harley-Davidson Unveils Major Updates Following CEO Departure and Shareholder Demands for Overhaul

HARLEY-Davidson has revealed significant updates following increasing calls for the CEO to be replaced.

The motorcycle giant’s second-largest stakeholder sought to remove three directors, including CEO Jochen Zeitz, in a bid for a major reorganization.

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Despite the pressure, Zeitz has successfully retained his position in a closely contested board vote, described by Reuters as a “razor-thin outcome”.

Since taking the helm in 2020, Zeitz has faced growing scrutiny due to the company’s dwindling sales and plummeting stock prices.

In light of this, H Partners had advocated for bringing in an external replacement, but proxy advisory group Institutional Shareholder Services asserted they did not present “a compelling case for change”.

There are indications that Zeitz may retire this year, though the German CEO has committed to staying until a successor is found.

Challenges facing Harley are well-documented, with company shares—valued at $3 billion—dropping 31% over the past year.

Many attribute the struggles to the brand’s failure to connect with a younger generation of bikers.

This announcement follows shortly after Harley-Davidson unveiled a “bold new initiative” to engage a new demographic.

The well-regarded motorcycle manufacturer will gain heightened visibility in Europe by collaborating with MotoGP, the premier road racing series for motorcycles.

Furthermore, Harley-Davidson’s support championship will debut in 2026, featuring teams racing bagger motorcycles at grand prix events across both Europe and North America.

Participants will utilize race-prepped Harley-Davidson Road Glide bagger motorcycles, tailored for touring and long-distance journeys.

The 12-race series will take place at six grand prix locations on the MotoGP calendar, with expectations of six to eight teams, each with two riders.

No specific venues have been disclosed as of now, although speculation suggests that the Circuit of the Americas in Austin, Texas, is likely to be included.

In addition, a new Harley-Davidson dealership has recently launched in a prominent US location, successfully navigating several challenges along the way.

To celebrate the grand inauguration, a well-known personality made a special appearance to mark the dealership’s exciting new chapter.

The first day of operations was met with a large turnout of enthusiasts and locals, complemented by live music and food vendors.

The event culminated in a ribbon-cutting ceremony, signifying the official opening of the dealership.